In an effort to attract a new generation of social entrepreneurs, Rolex focused their storied Awards for Enterprise on winners (Laureates) under 30, and commissioned a new design for their long-standing publication, to bring a more active and innovative feel to match the energy of the users. The brief was open to various formats, content sources, and design solutions - provided the quality of content met Rolex's exceptional expectations. The distribution was targeted towards Rolex's larger global community of approximately 15,000 people and needed to be produced in both English and French.

The classic Rolex branding was refreshed to feel more dynamic for this program by selecting a brighter, ownable green, the typography was used in greater scale variations, and various graphic rules and elements were added to create a more editorial feel. The monochromatic nature of the graphics supported both the editorial feel, and also accentuated the photography that was often manipulated to integrate further into the layouts and focus attention to the personalities involved. To communicate a sense of dialogue, a running header area contained notable facts, figures, and anecdotes that were relevant to each spread.

Both the design and its harmony with the content resulted in successful results. With the updated look and feel of the publication, the brighter green has since become the brand color for the program, and the flexibility of typographic treatments are being leveraged throughout web and other print materials. Additionally, given the success of the final product, an additional 50,000 copies were produced with a lighter weight paper and inserted in the largest circulation newspaper in Geneva. Countless responses have come back to the Rolex team to sing the praises of this publication and a new version is already underway.